Developing a Communication Plan: FoodSt's Marketing Strategy Report

This report details a communication plan for FoodSt, an Australian-based organization delivering home-cooked meals. The plan aims to enhance FoodSt's online presence, improve customer engagement, and expand its market reach. It includes a situation analysis, objectives, target market identification, brand strategy, and proposed marketing strategies such as market penetration and development. The plan also outlines an evaluation timeline and a budget allocation for marketing, social media, and online campaigns. The report emphasizes the importance of consistent communication, leveraging media outlets, and motivating internal staff to achieve effective business growth and customer loyalty. This resource is available for students seeking similar solved assignments and past papers on Desklib.

Assessment 3 report

EXECUTIVE SUMMARY
The aim of the report is to work on communication plan which is help for driven the
policy in order to provide stakeholder with information. Also, there are specific information
which is necessary to work on by improving services through online platform.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Situation analysis.........................................................................................................................4
Purpose of plan............................................................................................................................4
Stated objectives..........................................................................................................................5
Outlining target market and brand strategy.................................................................................5
Proposed marketing strategies.....................................................................................................5
Evaluating strategies....................................................................................................................6
Budget..........................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Communication plan is related to plan in which all the related information are considered
which help to analysis the respond of stakeholder by responding the procedures. Present report
based on Food st. which is Australian based organization that deliver amazing meal in small
batches at doorstep. Then report discussed the purposes and objective of communication plan for
chosen company and outlining the target market and brand strategy with description of proposed
marketing communication strategies.
MAIN BODY
Situation analysis
FoodSt is started by Lorraine Gnanadickam, NSW based in Australia. Company offered
wides variety of food which is local or creating high quality home cooked meals from countries
and culture, The main aim of the organization is to work on every recipe through cooking for
FoodSt empowers these talented cooks to connect communities with the love towards food
(FoodSt., 2021). Then best seller of food such as Umesh's Chicjen biryani, Maurice vegetarian
lasagne, Ben's Italian meatballs, Cynthia's Ayam bakar with mie Goreng etc.
Chosen organization have its online presence which has given good responses in order to
focus on best delivery option at doorstep. Due to new business there are very fewer people are
communicated with them on regular basis because there is less presence at offline world.
Company can create its good position in market by providing the best delivery services. FoodSt
is related to hospitality industry which is one of the most emerging industry in the
world(Hendricks-Ferguson Saini and Moody, 2021)
Purpose of plan
To enhance online presence it is necessary to propose the communication plan which
help to improve the productivity as well as improving customer base which help to work in better
way. The aim of plan is to define the purpose of company by providing better services to
customer in order to expansion of project effectively. This is help for solve the problem of
relationship between message, audience, channels, activities and material. On the basis if
communication planning process it will help for identifying the target market for FoodSt and
what kind of strategy should use by company.
Then with the help of communication plan company can work on the basis of identifying
the need and want of customer. In order to target them according to their preferences. Also, it

helps for accomplish the information that send out all the necessary information to audience
which help to improve the customer base and work on efficiency of business.
Stated objectives
Consistency- Business communication plan help to create the consistency for this
audience who are not regularly deals with company. Also, the regular information provided to
customer will help to get regular sale of food in order focusing on releasing new product or
services or providing discount to audience.
Media outlets- On the basis of media outlet company can focus on comprehensive
analysis in order to determine the value of target market (Veríssimo, 2021. Then media outlet is
related to managing target audience which can impact greater. Also, with the help of Facebook
company target the right audience but on the same way it should focus on Instagram which help
to target young audience who wants to explore by having different cultures food.
Internal audience- In order to maintain effective communication it has been analysed
that it help to motivate staff so that they can develop network in order to uses accurate
information.
Outlining target market and brand strategy
Target market- The target market for FoodSt is medium income group people who are
willing to buy our product or services as well as they have keen interest of exploring with new
food and taste different culture's food which are attracting this audience For the younger age
group company will provide new food or discount which show in the social media in order to
attract them as well as it help to promote product effectively with their friends and family by
getting additional discounts (Backman, 2019).
Brand strategy- In order to make good position in the market it is necessary for
company to provide additional discount or providing services which help to attract them. Such as
frees delivery for first time ordering food. Also, with the help of email marketing company will
focus on regular communication in order to attract them effectively.
Proposed marketing strategies
Market penetration- In this process company can selling current product or services to
existing customer by focusing more on increasing loyalty of existing customer which are
vulnerable to loss competitors or attracting them.

Market development strategies- In this situation company can sell its existing product
in new market by targeting new audience as well as it help to create awareness regarding product
or services in another market.
Product development strategies- In this marketing strategy company can sell new
product at existing marketing by leverage their relationship with existing customer.
Diversification- This strategy is work under the riskiest of strategies that require most
patience in waiting for return investment (Taimio, 2020).
Consumers strategies- with the help of social media it is necessary to work on attracting
large number of audience.
Trade communication strategies- By knowing audience it helps to work on providing
right message top customer.
It has been justified that FoodSt should use market penetration strategies which help to
focus on existing services in existing markets by improving loyalty.
Evaluating strategies
Month strategies Time line
Jan - march Developing marketing and communication strategies 3 month
April- may Marketing communication on plan 2 month
June – October Evaluation & control marketing 4 month
October-
December
Budget planning & situational analysis ( Marks and
Llenas, 2020)
3 month
Budget
Particulars Amount ($)
Marketing 35000
Social media 20000
Online campaign 15000
Total 70000

REFERENCES
Books and journals
Hendricks-Ferguson, V., Saini, S. and Moody, K.M., 2021. COMPLETE (Communication Plan
Early Through End of Life): development of a research program to diminish suffering for
children at end of life. Journal of Pediatric Nursing, 61, pp.454-456.
Veríssimo, F.B.T., 2021. Communication plan for Samsys’ Services: Vencsys &
Zapzys (Doctoral dissertation).
Backman, J., 2019. Marketing and communication plan, CASE: Riihisoft Oy, RIIHI DMA.
Taimio, A., 2020. Communication plan: cancelling an international conference.
Arandi-Klee, R., Marks, E. and Llenas, L., 2020. D7. 1 Dissemination and Communication plan
(DCP)–1st version.
Foster, A., 2018. A Communication Plan for Organizational Effectiveness in a Youth
Development Organization (Doctoral dissertation, University of the Pacific).
Online references
FoodSt., 2021. [Online]. Available through <https://foodst.com.au/>
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